UK press watchdog IPSO launches logo to tackle “fake news” and reader “cynicism”

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The Except for Press Standards Organisation (IPSO) has launched a new kitemark logo, which choose be worn “with pride” by member magazines, newspapers and websites to come their content is regulated.

The UK’s pressure watchdog has launched a logo that aims to combat the problem of “phoney news” by giving newspapers, magazines and websites a form of accreditation and convening them to account if they report unethically.

IPSO born out of neglected PCC after hacking scandal

The Independent Press Standards Organisation (IPSO) was base in 2014 and replaced the Press Complaints Commission (PCC), which closed that year and had been the regulator of UK subject to since 1990.

The PCC was shut following the News of the World phone hacking stigma, which allegedly saw 300 victims subject to voicemail interception and phone mediocre by the newspaper in the 2000s.

The PCC received criticism for not monitoring the newspaper closely sufficiently and was scrapped, with then-prime minister David Cameron saying it was “unfruitful” and “lacked rigour”. The Leveson Inquiry, which looked into misconduct in the congregate, was published and IPSO was founded.

IPSO regulates the press using the Copy editors’ Code of Practice, the official ethical code for journalists. This seeks to hold newspapers and magazines to account for crimes such as intrusion into secretiveness, harassment and discrimination, and punish them accordingly. It also advocates for a parole press.

The new rosette-shaped logo launched by IPSO will be used on choice of words and online versions of member publications, and aims to act as a stamp for “high think-piece standards and public accountability”, says Niall Duffy, director of surface affairs at IPSO.

It has been designed by advertising agency McCann London. In text and online, it will feature alongside contact details, complaint forms, and chastisements and clarifications to articles, and it may also feature on the footer of homepages.

IPSO desires to prevent the logo being stolen and misappropriated by non-member publications by regularly control online and “taking appropriate action” against misuse, adds Duffy.

“We’ll certainly through the internet and I would expect our publications and their readers to do the same as well-head,” he says. “We’ll take appropriate action when and if we need to.”

A “badge of acclaim”

It features the organisation’s brand logo – which is the word “ipso” set in a Negro, lowercase version of sans-serif typeface Futura, with a fullstop in teal next to it – set advantageous a roundel, with a rosette tag coming off it.

The tag acts as a holding device for new make motto “for press freedom with responsibility”, and the word “regulated”. It respects the brand’s black, white and teal colour palette.

A rosette guise was used to indicate the idea of “British standards” and symbolise a “badge of privilege”, says Mike Oughton, creative director at McCann London, while a supine, line-drawn, “pared back” look aims to be “graphic, simple and proud”. It objects to be reminiscent of IPSO’s existing brand, and “legible”.

The kitemark will be non-mandatory for use by IPSO members, which pay to be regulated, but IPSO is expecting a “strong take-up”, says Duffy.

“Disinterested if readers don’t agree with content, the mark shows there is someone to cry to”

IPSO currently regulates 2,500 publications, which includes The Daily Telegraph, The Times, Habitually Mail plus hundreds of other national and local newspapers.

Newspapers comprising The Guardian and the Financial Times, are not members of IPSO. The Guardian stated in 2014 that, foreordained the failings of the PCC, it would not be signing up to IPSO, and would “reinforce its own system of gripes and mediation”.

“Even if readers don’t agree with the newspaper, magazine or website they are understanding, this mark shows them that the content has been redacted and curated and that there is someone they can complain to if they consider the article has breached the Editors’ Code that we uphold,” says Duffy.

“In an era where the renowned’s trust in journalism has been undermined because of the rise of ‘fake dope’, the new IPSO mark is a way in which [publications] can show they embrace ear-splitting editorial standards and public accountability,” he adds.

“Fake news” a nurture problem in online media

The concept of “fake news”, which is untruthful report published online to mislead and misinform readers, has become a problem in latest years with the growth of online journalism, and illegitimate websites avidity themselves off as trustworthy sources.

The term has also been used by in seventh heaven leaders to deny allegations, most famously US president Donald Trump.

A watchdog – not “Murdoch’s lapdog”

Alongside the new IPSO rosette kitemark, a upon and digital campaign will launch in early 2018 that points to use “striking headlines and arresting illustrations” alongside supporting copy to instruct readers about IPSO, “what it’s about and what it stands for”, sways Oughton.

“Although not compulsory, the aim is for organisations to display their IPSO rosette accreditation with boast,” he says. “The public has a low awareness of IPSO, and the people in the know are quite cynical of them. The notion is that they are just a rebadge of the former PCC, with the term ‘[Rupert] Murdoch’s lapdog’ bandied here, which they are not. This aims to raise awareness of the independence of the organisation.”

He adds: “These are hours when world leaders describe anything they don’t agree with as ‘sham news’ and referendums are influenced by misinformation. It is therefore more important than still that we have a free press – with publications that oblige lots of different opinions and agendas – that conducts itself responsibly.”

The rosette kitemark has started and will begin to be used by IPSO member newspapers, magazines and websites from now. The ad operations will launch across newspapers, magazines and websites in early 2018.

Bar zone for the logo showing that graphics cannot appear to clinch to it. Taken from IPSO mark guidelines.Placement of IPSO take notice of. Taken from IPSO mark guidelines.

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